If I Could Have More Data...

A look at what information companies don't have—but would like to

By

Max Taves

Updated March 23, 2014 4:36 pm ET

For some companies, big data isn't quite big enough yet.

These firms already collect loads of information about their customers and suppliers—but that has only whet their appetites for even more. Some retailers want to see what customers buy from other stores, for instance, while health providers want a real-time rundown on their patients' vital stats to get an early warning about potential health problems.